Wayne Gretzky
STORE SPACES

Untuckit takes store concept global, names hockey legend as brand ambassador

BY Deena M. Amato-McCoy

Untuckit is launching its first international bricks-and-mortar store in a big way.

The fast-growing brand, whose signature shirts are made to be worn untucked, is debuting its first international retail location in Toronto, Canada. The store, which will open its doors on Sept. 12, coincides with the launch of Untuckit’s new Canadian e-commerce experience and product fulfillment center, which is also based in Toronto.

The new location will carry the retailer’s full line of men’s apparel, including shirts, sweaters, pants, and outerwear, among other items.

“Since we began opening stores in the U.S., having a space in Canada has always been a goal of ours — we couldn’t think of a more fitting place than fashion-centric Toronto for our first location,” said Untuckit Founder Chris Riccobono. “Our Canadian customers have been shopping with us for years online, so we’re looking forward to offering them another way to experience Untuckit, this time up close and in-person.”

To further bolster its Canadian launch, the retailer is partnering with hockey legend Wayne Gretzky. In addition to appearing in Untuckit’s marketing campaigns in stores and across digital and print platforms in both the United States and Canada, Gretzky has also invested in the company, according to Untuckit.

“Wayne’s overwhelming success over the years as an entrepreneur made him a great fit as an investor, and his passion for both Canada and the Untuckit brand made bringing him on as a brand ambassador a natural next step,” said Riccobono.

Founded online in 2011, the start-up has grown from five stores at the end of 2016 to 39 physical retail locations across the U.S. The company plans to open an additional 15 U.S.-based stores in 2018. According to reports, Untuckit has been profitable since its second year of business.

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